BrickLive "presents massive opportunities for the toy industry," says show organisers

The event has seen exponential growth over recent years, seeing more than 70,000 families and fans of LEGO unite to celebrate their love of the plastic brick.
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Organisers of the UK’s largest LEGO consumer event, BrickLive, have stated that the cross-country tour presents ‘massive opportunities for people and brands in the toy industry.’

The event has seen exponential growth over recent years, seeing more than 70,000 families and fans of LEGO unite to celebrate their love of the plastic brick.

This year, organisers behind the BrickLive event are expecting to see similar numbers return to the show floor as it prepares to open its doors the public at the SEC in Glasgow next month (July 19 to 22) and at the Birmingham NEC this November.

With such numbers and such a high level of engagement from fans from across the country, Sarah Whittaker, head of events for Multiplay Events, the team behind the BrickLive festival believes the opportunities for the industry to be “massive”.

“Our events put you in front of a massively engaged family audience who visit BrickLive, and whether you’re a new brand or incredibly established, our audience love to get hands on,” she told ToyNews.

“Our show allows families that fun time without it being a retail shop because we are, to the audiences attend, a key annual event; children save up and purchase at the event. Along with new sets, you can buy unique LEGO items at BrickLive that exhibitors within Bricklane have created, a number of which are unique to us as an event.

“It’s a fantastic place to get hands on with the latest and greatest toys and from a retail and marketing point of view, the opportunities are endless.”

Popular features from previous shows will be returning to BrickLive this year, including the Warrior Bots, while the Brick Built Safari will be heading to Glasgow for the first time. It features over 80 animals and is made from over one million bricks.

The Birmingham vent in November will be showcasing a new Mythical creatures feature.

“We are already very excited about our plans for 2019 as we continue to build on this fantastic, growing event,” continued Whittaker. “New and returning customers should certainly stay tuned to our social channels for more information. We are already working with the creators of our big builds to explore what is new and amazing for 2019.”

Tickets are still available for both the Glasgow and Birmingham events this year.

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